Perpetual Traffic

How do we grow brand awareness? By meeting your audience in the right place, at the right time.

Learn to do just that with Mike Rhodes, Founder and CEO of Web Savvy, as he teaches you how to approach customers based on how well they know your brand. Molly and Mike discuss how to segment your audience, what search terms your website needs to rank for, and which of Google's features to use for specific campaigns.

IN THIS EPISODE YOU'LL LEARN:

• The 5 levels of awareness on Google and how to use them to reach your customers
• How to combine your brand competitor and non-brand search campaigns
• How to bid on competitors without lowering your quality score and the 2 questions to ask before bidding
• Mike's #1 recommendation for marketers looking to reach their cold traffic

LINKS AND RESOURCES MENTIONED IN THIS EPISODE:

Breakthrough Advertising

Adbeat

Episode 194: The Google Ad Profit Curve with Mike Rhodes, Live from T&C 2019

Episode 202: Merging the Worlds of Facebook, Google, and Amazon Advertising

Episode 205: The Secret to Hooking the Right Customer

Web Savvy

Mike on LinkedIn

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This week we're talking about something in advertising that gets glossed over too often and isn't focused on enough. Creating the right hook for the right audience.

One of the most important—yet forgotten—elements of a Facebook ad is the hook. In this episode, Ralph and Molly talk about how to create a hook and why it all starts with the customer avatar. They'll walk us through their case studies, explain their strategies for deep diving into avatars, and go over the importance of testimonials.

IN THIS EPISODE YOU'LL LEARN:

• An example of creating a hook for different yoga enthusiast avatars
• Why market-centric businesses and product-centric businesses can't have the same type of hook
• How to research your avatar and use Facebook to find their interests
• The hooks Molly is using for her client selling planners
• How long you should be doing customer avatar research and why it's the bread and butter of marketing
• Two places to find hook ideas: previously successful Facebook ads and Facebook page posts
• The 3 primary hooks Molly uses: average day, emotion, and logic

LINKS AND RESOURCES MENTIONED IN THIS EPISODE:

Breakthrough Advertising by Eugene M. Schwartz

Customer Avatar Worksheet

The Modern Publisher's Customer Persona Canvas

The Before & After Grid: 20 Minutes To Boost Your Sales & Marketing Copy

Episode 33: The Ad Grid: How to Build Campaigns that Convert and Scale

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Are you still confused on how to use bots to get conversions? Don't worry. This week's episode will help clear some things up.

In this episode, Molly interviews CEO and Founder of Messenger Funnels Mary Kathryn Johnson. They talk about the common pain points marketers have with bots, why you can't approach bots like you do email marketing, and how to turn ordinary marketing into extraordinary conversations.

IN THIS EPISODE YOU'LL LEARN:

• Why Mary sees less interest in bots in 2019 than there was a few years ago
• What expectations to set for your bots, and what 2 metrics to analyze—conversions to sales page and sales
• The differences between writing copy for bots vs. for social media campaigns, landing pages, etc. and why you can't talk about your product
• Mary's bot copywriting formula—talking about your avatar (not your product), and breaking down an email into 1 sentence, and then into 1 word
• How to take that 1 word and create a back-and-forth conversation between bot and prospect
• The future of bots and the open-app companies developing chatbots outside of platforms

LINKS AND RESOURCES MENTIONED IN THIS EPISODE:

Smart Passive Income | Pat Flynn

Marketing Rebellion: The Most Human Company Wins

This Is Marketing: You Can't Be Seen Until You Learn to See

Messenger Funnels

Mary on LinkedIn

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This week, Ralph flips the switch and instead of telling us how to make great Facebook ads, he critiques 2 Facebook ads for us.

In this episode, he'll go in-depth on his 2 favorite Facebook ads, their video scripts, and the copy behind them. Ralph will explain what's so great about them and how you can make similar ads to increase your brand awareness and conversions.

IN THIS EPISODE YOU'LL LEARN:

• How to see the library of a business's Facebook ads: Go to their profile →  Click Page Transparency on the right-hand side → See More
• The video formula Dr. Squatch is using in their Facebook video ads
• Ralph's preference of putting 3–5 benefits into each Facebook video
• Why Ralph loves the Facebook video ad by Ministry of Supply
• The #1 critique Ralph has for the Dr. Squatch and Ministry of Supply marketing team

LINKS AND RESOURCES MENTIONED IN THIS EPISODE:

Dr. Squatch on Facebook

Dr. Squatch Ad Library

Ministry of Supply on Facebook

Ministry of Supply Ad Library

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Two marketing worlds collide as Ralph talks with returning guest Brett Curry, CEO of OMG Commerce, about marketing on the top ad platforms, like Facebook, Instagram, Youtube, Google, and Amazon.

Based off a shared client, Ralph and Brett have realized just how well Facebook and Instagram ads work with Youtube and Google ads. Ralph has seen a 10x (PLUS!) increase in ad spend and Brett has increased his Google spend to 3x. Their client is seeing a serious ROAS, and in this episode, they're going to show us how to get the same results.

IN THIS EPISODE YOU'LL LEARN:

• What attribution to strive for when using Google, Youtube, Facebook, and Instagram campaigns together
• Why you should use top-level ad platforms (Facebook, Instagram, Youtube) for consumers that aren't aware of the problem your product solves
• Why to use an in-market audience, a custom intent audience, an affinity audience, demographic targeting, and contextual targeting—and when to use all of them
• The 3 questions Brett asks when creating campaigns—what's the nature of the product, what's the budget, and what assets do we have access to?
• How Brett approaches cold traffic vs. his retargeted audience
• The foundation of a great cold traffic video campaign—90 to 180 second length, a hook in the first 5 seconds, fast-paced, benefit oriented, testimonials, and a strong call to action
• Who you can and can't retarget on Google depending on how long they've viewed a video—the billable point for different video lengths
• What to know about advertising on Amazon and why marketers are calling it a "Marketer's Dream"

LINKS AND RESOURCES MENTIONED IN THIS EPISODE:

The Ultimate Guide to Google Shopping

eCommerce Evolution on iTunes

OMG Commerce

Tier Eleven

Brett on LinkedIn

Brett on Twitter

Episode 147: The 4 Pillars of Advertising on Google

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In just 18 months, Jay Shetty has accumulated 3 billion Facebook views. How, you ask? Well, in this episode, we're giving you the wisdom Jay Shetty shared with the Traffic & Conversion Summit 2019 attendees about making content go viral.

Jay explains how he hacks the Facebook algorithm, how he shifted from an unconscious competent marketer to a conscious competent one, and how he monetizes all of his traffic.

IN THIS EPISODE YOU'LL LEARN:

• The 5 elements making content go viral and why all content needs to use at least 1 of them
• Jay's viral strategy of going live before posting a new video, replying to comments for 1 hour after posting, and resharing the post 1 week later
• 8 rapid-fire questions that will tell you how to make video content in 2019—how long videos should be for each platform, what percentage of b-roll to use, the best upload days and times, etc.
• Jay's schedule of creating all of his content within 9 days of each month and spending the rest of his time in business development

LINKS AND RESOURCES MENTIONED IN THIS EPISODE:

On Purpose with Jay Shetty

Jay's Website

Jay on YouTube

Jay on Twitter

Jay on Facebook

Jay on Instagram

Thanks for joining us this week. Want to subscribe to Perpetual Traffic? Connect with us on iTunes and leave us a review.

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Anyone struggling with Facebook advertising right now is probably running their ads like it's still 2015.

What worked in Facebook advertising when we published Episode 1 of the Perpetual Traffic Podcast four years ago isn't what works today as we publish Episode 200. In this episode, we focus on getting you back on track and up-to-date with the latest changes and features inside the Facebook ad platform.

IN THIS EPISODE YOU'LL LEARN:

• The Facebook changes—after July 2015—that have continued to get the best results
• Why The Michigan Method™ doesn't work as well as it did in 2016
• The reason why simplification of audiences is essential to Facebook ad success in 2019
• Why the ideal audience size has changed from 400,000–1MM and now 4–40MM
• How separation of placement is triggering "The Breakdown Effect" in your ad campaigns
• The big differences in retargeting audiences today versus 2015 and how engagement audiences are the key

LINKS AND RESOURCES MENTIONED IN THIS EPISODE:

Measure Results In Ads Manager | The Breakdown Effect

Episode 71: The Michigan Method: A Strategy for Scaling Ad Campaigns

Episode 198: 5 Facebook Updates You MUST Know Right Now

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iTunes not your thing? Find us on Spotify, Stitcher, TuneIn, or at DigitalMarketer.com.

Are you still trying to figure out how people are getting conversions with Chatbots on Facebook Messenger? If you are, this episode is for you.

Molly and Natasha Takahashi, Chief Marketing Officer and Co-Founder of School of Bots, dive deep into what's happening with Chatbots right now and what businesses need to know when using Messenger as their campaign platform. They also talk about Natasha's experience starting her business and the opportunities that digital marketing has given Generation Y to achieve early career success.

IN THIS EPISODE YOU'LL LEARN:

• Why Natasha dropped out of college to build her own business at 18
• The new policies in the Chatbot space—24+1 Policy, subscription messaging application, and the removal of Messenger codes from the Messenger App
• Why businesses should apply for subscription messaging as soon as possible and why to categorize your business as "News" on Facebook when applying
• How split testing the position of the "Yes or No" button raised the yes answer on Natasha's client's campaign by 40%
• How Natasha explains Chatbots and Messenger to her clients and sets the expectations of their Messenger strategy based off of their previous highest performing funnel

LINKS AND RESOURCES MENTIONED IN THIS EPISODE:

Platform Policy Overview - Messenger Platform

School of Bots

The Messenger Marketing Crash Course

Dear Parents, I'm Dropping Out Of College

Natasha on LinkedIn

How to Leverage Facebook Messenger Marketing in Your Ad Campaigns

Episode 170: Drive More Conversions from Facebook Messenger Using "The FSMC Formula"

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Almost all Facebook advertisers are making this one big mistake: too many campaigns, too many ad sets and too many ads. But don't worry, our hosts are breaking down a bunch of new updates that Facebook and Instagram have rolled out over the past month.

Ralph and Molly explain two of "the Power 5" taken from a study Facebook did with its largest direct response advertisers. They also explain the customer satisfaction score, the 3 new metrics that are replacing relevance score by April 30th, how many ads a marketer should be running at one time, and how to use the Facebook split testing tool.

IN THIS EPISODE YOU'LL LEARN:

• "The Power5"—the 5 Facebook strategies that marketing disruptors are using to scale their ad campaigns
• Why optimizing ads for placement changes how ads perform and what dimensions to use to optimize for best placement performance
• How to use ad relevance diagnostics to improve ad performance
• How to improve customer feedback to avoid spending more on ads than you need to

LINKS AND RESOURCES MENTIONED IN THIS EPISODE:

May 2019 Traffic Boot Camp (Denver, CO)

DMDU Connect 2019

Facebook News

The Facebook Power5

Facebook Business: Build To Break

Facebook Business: How Disruptor Brands Find Growth

Facebook Split Testing & Test and Learn

Relevance Score for Facebook Ads

Customer Feedback on Facebook Ads

Episode 71: The Michigan Method: A Strategy for Scaling Ad Campaigns

Episode 145: How to Amplify Your Ecommerce Business Using Facebook Ads

Episode 146: 3 Case Studies to Grow Your Business with Facebook Ads

Episode 158: How Molly Pittman Generated 157,362 Leads from 1 Facebook Campaign

Episode 183: How Facebook's New Campaign Budget Optimization Tool Can Get You Leads Faster (Part 1)

Episode 184: Using Facebook's Campaign Budget Optimization Tool to Increase Social Proof (Part 2)

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Andrew Tweito is back! And he's excited to talk about the brand new Facebook Attribution tool. In this live episode with Molly, you'll discover exactly how this powerful new tool can help you to achieve the best possible outcomes for your ads on Facebook, Instagram, The Audience Network and Messenger.

In this episode you'll discover:

• The 'Google Analytics' of Facebook - a new tools that tells about your audience and assigning credit to certain traffic sources!

• Why you should use standard events instead of URL based custom conversions and how to avoid double counting your conversions - refresh pages - 30-50% reduction 

• Which ad platforms are being tracked and why Twitter and LinkedIn aren't playing right now (hint: Google Ads Search, Google Ads Display, Bing Ads and Facebook are all in there)

• Which "positional attribution model" you should use 

• Why people-based measurement when doing reporting is so critical!

• How to do cohort reporting on lookback data for all your ads

LINKS AND RESOURCES MENTIONED IN THIS EPISODE:

Drew on LinkedIn

FunnelBoom

Facebook Analytics

Tier11.com/Jobs

Episode 47: Facebook's New Conversion Pixel: What You Need to Know

Episode 95: Facebook's New Analytics Dashboard (And Why Your Tracking Is Off)

Episode 108: How Facebook's Ad Algorithm Works

Thanks for joining us this week. Want to subscribe to Perpetual Traffic? Connect with us on iTunes and leave us a review.

iTunes not your thing? Find us on Spotify, Stitcher, TuneIn, or at DigitalMarketer.com.